Chapter: 1 Introduction

1.1 Purpose of the Marketing Plan

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The main purpose of report is to focus on the marketing plan for a new product that will enhance our skill and broaden our area of knowledge about the interesting world of marketing. Marketing plan is such type of task that is based more on projections and creativity and it involves lot of effort to be successful. y making this report we will be able to reach to the in!depth of marketing plan that will help to identify our lack ness and this will be helpful for our future career. The marketing plan is being made as the re"uirement of the course #Marketing Management $%&1'( objectives.

1.2 Scope and Limitations

)e are really grateful to our course instructor Ms. Afia Akter as for her we have got the opportunity to do such analytical task. Through making this marketing plan we will be able to gain the practical knowledge of how to make a marketing plan for launching a new product. It will help us to improve our communication and analytical skill that will benefit us in future. $s we are just studying in $ so we have some lack of knowledge to do such task efficiently and effectively and there must be some mistakes in this report. ut through doing such analytical job we can overcome our lack ness.

1.3 Methodology
)e have used the research methodology to complete our marketing plan. )e have made a working plan* then have made a discussion with all of our group members and our course teacher* made a list of task* did survey* used primary and secondary information and finally we have prepared it successfully

1.4 Square

oiletries Ltd. at a glance

+"uare Toiletries ,imited #S L( is the leading angladeshi manufacturer of toiletries and cosmetics products operating with over -' international "uality products. S L started its challenging journey with branded coconut oil under the brand .!ui/ in 1011. Currently S L* an "S# $%%1&2%% certified company* is operating with the trust of angladeshi consumers with 1' famous brands. +T, manufactures and markets a wide array of consumer toiletries products ranging from 2air 3ils* Toilet +oaps* aby Care* 4ental Care* +having products* 5abric Care* summer to winter products. The company also markets 5eminine 2ygiene products and mos"uito repellent manufactured by its sister concern* 2ealth 6roducts ,imited #26,( and +"uare 6harmaceuticals ,td #+6,( respectively. In a very short time Meril( !ui( )ool( Senora( *haka( +hite Plus( ,pel and Magic have become most familiar brands to consumers 6roduction of +T, products is carried out at its two automated plants in 7upshi and 6abna. )hile the Toilet +oaps and 5eminine 2ygiene products are manufactured at -upshi* all other products are manufactured in the Pa.na 5actory. The est "uality raw materials from world renowned suppliers like /ragoco( 0irmenich( 1i2adaun( *lariant( *ognis( "SS etc. give an added value to the S L8s product "uality. S L always adopts international standard production processes by following the 9ood Manufacturing 6ractice #1MP(. $s part of its corporate social responsibility S L stands behind the acid victims* works with "*//-3 : 3bstetrical and 9ynecological +ociety of angladesh ##1S3( for reducing post!partum hemorrhage and also have engaged itself in other welfare activities. S L also stands behind the development of sports and culture in angladesh.

1.4 Mission of Square

oiletries Ltd.

To satisfy the needs of domestic : international consumers through innovative "uality products : services using latest technology and by highly motivated skilled employees.

1.' 5uality Policy of Square

oiletries Ltd.

4edicated to make every effort to understand consumer needs to provide ma;imum satisfaction and to achieve market leadership +trive to continuously upgrade manufacturing technology and to maintain optimum level of "uality measures in conformity with the international standard < I+3 0''1: %'''. Committed to achieve "uality objective through continuous employee training and maintaining congenial working atmosphere

1.6 1eneral "nformation a.out Square

=ear of >stablishment Incorporated as 6vt. ,td. Company $warded I+3 0''1:%''' Certificate $nnual Turnover #%''-!'@( Aet 6rofit # efore Ta;( million $nnual 9rowth : : : : :

oiletries Ltd.
1011 %1th $pril* 100? 1001 Tk.%.1: illion

Tk.%-'

11.1@B
4

 Aumber of >mployees Chairman : Mr. +amson 2. Chowdhury

11''C

Chapter: % Aew 6roduct 7eview

2.1 "ntroduction
+"uare Toiletries ,td #S L(* the no.1 local toiletries company in angladesh* is going to introduce )ool 3ody Soap* the first local body soap in angladesh only made for men. )ool is the first ever angladeshi brands with complete shaving solution* such as: )ool After Sha2e 3alsam( )ool After Sha2e 1el( )ool 3lue /eodorant 3ody Spray( )ool Sha2ing *ream 70rosty8( )ool Sha2ing *ream 7Monsoon8. +upreme "uality and trendy attributes of the all products make the brand uni"ue among others. It provides what men really deserve. In recent years* toiletries and cosmetics companies of angladesh are concentrating more on gender segmentation* like Dnilever8s fairness cream Men9Acti2e* >mami8s 0air : ;andsome. ut still no company has introduced any soap only made for men. Though +"uare is producing beauty soap* named Meril Splash* under Meril brand which is already an established and famous brand in toiletries market and has stronger brand loyalty to customer than )ool brand* following to other toiletries companies8 +trategies +"uare will not use any feminine brand name to launch its new soap. $s still )ool is the only local gents brand in angladesh* so +"uare Toiletries ,td. has made plan to launch a new gents body soap named )ool 3ody Soap with three different fragrances( which will offer itself to have a monopoly business as there is no local body soap specially made for man.

2.2 Product re2ie<

6roduct Aame: Eool ody +oap 6roduct Type: 5irst Men body soap in angladesh with 3 different fragrances!

Eool

ody +oap

+ea Mineral
Color:

3;y fresh
Color:

2erbal
Color:

+ky blue with white color curve

+kin Type:

)hite with deep blue colored spots

+kin type:

,ight =ellow with parrot green colored spots

+kin Type:

Aormal +kin
Eey elements:

4ry +kin
Eey elements:

3ily skin
Eey elements:

4ead +ea salt* a"ua water* oils of 6alm and Coconut trees.

3;ygenated 6urified )ater* Chamomile* 7osemary and urdock 7oot

Aeem* +andal* turmeric

)ool 3ody Soap is made from 1''B vegetable oil with F@B T5M #Total 5atty Matter(. )ool 3ody Soap produces ample amount of foam that easily reaches at the oil pores and cleans gently. To
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give ma;imum satisfaction to individual consumer* each variant contains different and attractive fragrance. S L introduces & variants for different skin types and both & types of soaps are specially made following the skin type angladeshi men and will work as the deodorant and protect from the bad smell of sweating. The available +ED is 0' gm.

Chapter: & Current Market +ituation $nalysis

3.1*urrent Market Situation

The TE. '.4 billion soap market of angladesh is dominated by Dnilever8s Lu= and Life.ouy 1old. +"uare8s Meril Splash beauty soap occupies appro;imately about 1'B of the market share. Main consumers are +>C people or +ocio economic class people #especially upper middle* middle and lower middle(. $nalysts predict that with in few years the industry will move on to the gender segmentation. The Market ,eader >nile2er offers ' type of ,u; includes:

,u; 9olden 9low

,u; 3rchid Touch

,u; Aature 6ure

,u; $"ua +parkle

,u; >nergising 2oney : ,u; $lmond 4elight.

Dnilever also offer 4 types of ,ifebouy 9old includes:

Lifebuoy Total

Lifebuoy Care Lifebuoy Nature Lifebuoy Deofresh

3ther available beauty soaps are Eeya* $romatic 9old* ,ily etc. +ome imported foreign men soaps are also available* such as: 5a* 9ucci etc but they are too much high priced and only affordable
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for upper and upper middle class. $s there is no men soap available in the market from the local companies* so many men prefer those beuty soaps for their bath.

It8s a great opprtunity for +"uare to have a monopoly business by targeting this gender segment of the soap market. Today8s men are much more skin conscious than their early generations. They want such type of product which takes care of their skin as men skin te;ture is totally different from women. )ool 3ody Soap gives a man a perfect solution for bath. Its color* fragrances* shape* ingrediants are different from the e;isting bar soaps. It has 3 variants for different skin types* it works as the deodorant and protect from bad smell of sweating and its price is affordable for its target customer.

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Chapter: ? +)3T : Issue $nalysis

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4.1 S+#

analysis

4.1.1 #pportunity? hreats Analysis

2ere we have identified the main opportunities and threats facing the business. The main opportunities for )ool 3ody Soap are as follows: In recent years male consumers are showing more interest in skin care and they are demanding more products appropriate for men skin type. $s no gents body soap is available in the market produced by the toiletries companies of angladesh* e;cept some imported foreign gents soaps those are too much high in price* so )ool 3ody Soap will be known as the 0irst local body soap only made for men and S L will have a great chance to do monopoly business in this segment. 7aw materials are easily available in the current market #such as: ay of engal is the largest source for the ingredients of +ea mineral soap(. The main threats that )ool 3ody Soap may have: 3ther competitors may introduce new body soap for men with different fragrances and high "uality. >;isting beauty soaps #such as: Lu=( or imported foreign soaps for men may disturb the growth rate of this new product.
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 Consumers may have the doubt about the "uality of this new product.

4.1.2 Strengths?+eakness Analysis

2ere we have identified the product8s strengths and weakness. )ool 3ody Soap@s main strengths are: +"uare Toiletries ,td. occupies one of the largest manufacturing facilities with world class technology than other local toiletries companies #such as: automated plants in 7upshi and 6abna.( +"uare Toiletries ,imited #S L( is an I+3 0''1: %''' certified Company. ,argest local Toiletries : Cosmetics Company. Guality compliance with Middle >ast* $sia* >urope and some other country. +"uare occupies one of the largest distribution channels in angladesh. 6rice of the product is less than other foreign gents8 soap.

The main weaknesses of )ool 3ody Soap are as follows: ,ack ness of research data to improve the product features* like "uality* shape* color* fragrances etc. The brand name of )ool is not much stronger compare to potential competitor8s brands. $s it is the first gents8 body soap in angladesh* there is no specific competitor. $ny major attacks may come from any potential competitor. +o +"uare has the lack ness of information about its potential competitors.

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4.2 "ssue analysis

In this section of the marketing plan we have used the strengthHweakness analysis to define the main issues that the plan must address. +"uare must consider the following basic issues: )ill )ool 3ody Soap be able to gain the large market share of current soap industry in angladeshI )ill )ool 3ody Soap be able to attract its target consumers or to earn its target consumers8 loyalty by its "uality and other featuresI Can Square produce this new product effectively and efficiently with its e;isting resourcesI +hould Square increase its e;penditure for marketing research and product developmentI 4oes Square has the ability to draw an effective strategy for its potential competitorsI +hould Square design a new promotional strategy to increase the brand awareness of )oolA +hould Square stay with e;isting distribution channel or add a new one with the e;isting oneI Can it do it and yet retain the loyalty of its current channel partnersI

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Chapter: 3bjectives

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4.1 0inancial #.Becti2es

)e have set some financial objectives relative to increase the financial performance of the product: >arn an annual rate of return on investment over the ne;t & years of %'B after ta;. 9enerate net profit of Tk.&' million in %''1. 6roduce an annual turnover of Tk.1-' million in %''1.

4.2 Marketing #.Becti2es

The financial objectives must be converted into marketing objectives. $s we have projected to earn Tk.&' million net profit* so our target profit margin is %'B of the sales volume as we have set a goal of Tk.1-' million in sales revenue. If we set an average price of Tk.%-* we must sell @*'''*''' units of soap in %''1. )e have targeted to achieve 1B of the total market share among which %.&'1B must be achieved in current year. )e must set the specific goals* distribution coverage and awareness for achieving this market share. Thus the marketing objective should be: $chieving total sales revenue of Tk.1-' million in %''1 which represents %.&'1B of the total market share. Therefore* we must achieve a sales volume of @*'''*''' units. Increasing second!year share to -B* based on the sales of three types of soaps. Creating &'B brand awareness with in the target consumers by the end of this year. 4irectly distributing the soaps to the large super stores in 4haka and Chittagong cities by taking rent of products8 shelf.

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Chapter: @ Marketing +trategy 3f Eool ody +oap

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'.1

arget Market

9ender : Men* #Dpper middle and middle classes( 3ccupation: +tudents* new job holders $ge group : 1-!&' ,ocation : Drban areas* Metropolitan cities and main district

towns.
3ur target consumers for )ool 3ody Soap are men from upper middle and middle classes of urban areas those are conscious about their skin care and have the intention to e;pense for it. They are much more conscious about brands as well as sensitive to the products8 price. Men those are students* new job holders are included to this categories. Most of them also have the intention to buy new things if it has the distinctive features. $s )ool 3ody Soap is the first men body soap in angladesh and as it has three different variants for different skin type* so we have targeted this group for our new product. The ingredients* color* shape* packaging and price are distinctive from other bar soaps available in the market. Thus we can imagine that our target customer will take this product positively.

'.2 Product line

Three different types of soaps are available: Sea Mineral( #=y0resh and ;er.al for different skin types. The available +ED is $% gm.

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'.3 Product Positioning

)ool 3ody Soap is the first ever angladeshi bar soap for only men. It has three different variants for normal* dry and oily skin. Its ingredients are used properly by maintaining F@B T5M #Total 5atty Matter(. The distinctive features of )ool 3ody Soap can be realiJed from the following positioning slogan: .)ool 3ody Soap keeps your skin clear by producing ample amount of foam* works as your deodorant through its fragrances and gives you the real freshness of bath./ )oolCCCCCC. makes you coolC.. )ool Sea Mineral& It is for the normal skin type* gives the freshness of bath like in sea. The /ead sea salt clean the dead cells of skins and the oils of palm and coconut trees keep the skin moisture balanced. The fragrance of Aqua gives the essence what a man wants.
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)ool #=y 0resh& It is appropriate for the men who suffer for the dry skin. )ool #=y 0resh cleans the dust of pores and helps to enter o;ygen in skin te;ture. It protects skin structure by preventing the dryness. *hamomile* -osemary and 3urdock -oot gives the manly fragrance to enhance ones personality.

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)ool ;er.al: Deem( Sandal and urmeric gives the real feeling of herbal bath. It is specially made for the oily skin. Deem8s natural power is effective against germs and it helps to combat perspiration 3dor and urmeric and Sandal keeps the skin clean and

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healthy* maintains oil balance and makes the skin fair and glowing.

'.4 Product Pricing

In the first year of production* we have set an average price of Tk.24 for the available +ED of $% gm. $s it is the first men soap
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in the soap market of angladesh* so we have set a little bit higher price. y observing target consumer feedback* the price will be less down later.

'.4 /istri.ution
The product will be distributed by using the large distribution channel of Square. )e will offer different reward packages to those distributors* like: cash bonus* increasing commission rate etc. so that they influence themselves to distribute this product properly for making the promotional activities successful.

'.' Marketing *ommunication

)e will start our advertising campaign from /haka "nternational rade Sho<( 2%%E. Aews paper and TK ads will start on the same time. 5or increasing the brand awareness we will arrange music concert* "uiJ contest* model hunt contest* free advising campaign for skin care etc. 5or social publicity we have decided to sponsor the Dational ree Plantation *ampaign( %E under )ool brand. 5or the successful completion of all these tasks* we have made a budget of Tk. 16.4 million in this year and hope to increase the amount by 3%F for the ne;t year.

'.' Marketing -esearch

)e have made plan to measure the brand awareness before* during and after the marketing campaigns. )e will increase our budget by -B to know about the potential competitors of our new product. 5or creating more customer satisfaction* we will give more effort to develop better styling of the product and for this the budget for knowing the consumer decision process will be increased by 1%F.

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Chapter: F $ction 6rograms

6.1 Action Programs

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)e will carry out our marketing strategy through a variety of scheduled programs: !anuary& The journey of )ool 3ody Soap will start by participating in /haka "nternational rade Sho<( %E. $t the same time news paper and TK ads will also be given. illboards will also be established in important cities* like: 4haka* Chittagong* 7ajshahi* ogra* +ylhet* khulna etc. It will continue to 5ebruary to be completed. In 5ebruary* a special reader corner will be opened in Amor Gkushey 3oimela( %E to enhance the promotion of )ool 3ody Soap. $ music concert will also be held in 14 0e.ruary( %E to observe the occasion of . Halentines /ay/. Md. +iragis +alekin will be in charge for managing these tasks at a planned cost of Tk.2.4million.

March& Music concerts will be arranged in 2' March( %E on the occasion of ."ndependence /ay/. In the mean time a Model ;unt contest will also be conducted to encourage the young men for buying the )ool 3ody Soap. Those who will buy the soap will get a form and they will be re"uested to send their profile along with their 3 copies of photos by filling up the form. The best looking man will be announced as the IMr. )ool of the yearJ and will receive a contract of TE.3%%(%%% for being the official model of )ool 3ody Soap. Mr. 7ajib Ehan will handle the project with a budget of Tk.E million.

May& 7eward packages will be announced for the distributors and retailers. 4ifferent types of gift items with the logo of )ool 3ody Soap* like: T!shirts* calendar* hand watch* umbrella* key ring* souvenir etc will be given to them to implement the marketing strategy successfully. Mr. apon Eumar 7oy will be responsible for these activities at a planned cost of Tk.1.E million.

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 !uly& In this month* Dational ree Plantation *ampaign( %E will be sponsored by )ool brand to create the social publicity among people. y using the name of )ool 3ody Soap 1''*''' tree plants will be distributed to people to make them aware about importance of tree in our life. Mr. $mirul $lom will manage the project at planned budget of Tk.1.4 million and it will continue to the end of the August.

Septem.er& 5ree advising campaign for skin care of men will be conducted for those people who will buy the )ool 3ody Soap. The campaign will be directed in large super stores and shopping malls of /haka* *hittagong* -aBshahi and Sylhet. 5riendship cricket and football matches will be conducted by former and present player and by the celebrities of +howbiJ )orld to enhance the promotion of )ool 3ody Soap and to create a relief fund for poor people to distribute warm cloths and blankets in winter seasons. This project will continue to the end of the Aovember and Md. Mahbubur 7ahman will make the arrangement at a planned cost of Tk.1.6 million

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Chapter: 1 5inancial 6rojections

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E.10inancial ProBections +"uare Toiletries ,td. 6ro!forma Income +tatement* %''1 #TE. Million(

9ross Turnover ,ess: Kalue $dded Ta; #1-B( Aet Turnover: ,ess: Cost of 9ods +old #C9+( 9ross 6rofit: ,ess: Aet 3perating >;penses: +elling >;pense: Marketing : 6romotional e;penses $dvertising 4istribution e;pense $dministrative : 9eneral >;penses 4epreciation > IT ,ess: 5inancial >;penses > T 6rovision for Income Ta; Aet 6rofit after Ta; Total production 6er unit C9+ #-?*'''*'''H@*'''*'''( 6er unit profit #&'*'''*'''H@*'''*'''( 6rofit Margin 11.'' @.%%.'' 1.-' %.-'

1-'.'' #%%.-'( 1%F.-' #-?.''( F&.-'

?.-

#%@.''( ?F.-' #&.-'( ??.'' #1?.''( &'.'' @*'''*''' unit Tk.0.'' Tk.-.'' %'B
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$ppendi;

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5uestionnaires&
1. )hat are the e;isting products of Eool brand of +"uare Toiletries ,td.I %. 2ow +"uare Toiletries ,td. distributes its e;isting products of Eool brandI &. )hich features or factors are important to +"uare while launching a new productI ?. If any new product of +"uare fails to capture the target market* what steps they take to overcome thatI -. )hat types of promotional activities +"uare follows to launch a new productI @. )hat kind of departmentaliJation +"uare Toiletries ,td. followsI

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ibliography

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 e=t7s8&
1. 6hilip Eotler* Marketing Management* 1'th >d. #The Millennium >dition(* L %''' by 6rentice!2all* Inc. Chapter!& )inning Markets: Market!3riented +trategic 6lanningM Contents of marketing plan* page: 10!0'M +onic8s +helf stereos: $n >;ample* page: 0'!0?. %. 6hilip Eotler* Marketing Management* 11th >dition L %''&* %'''* 100F* 100?* 1001 by 6earson >ducation Inc. Chapter! ? )inning Markets Through Market!3riented +trategic 6lanningM 6roduct planning: the nature and contents of a marketing plan* page: 11-!11@M +ample marketing plan: +onic personal digital assistant* page: 11@!111.

Links&
1. http:HHwww.s"uaretoiletries.comHI pNcompany:sNTnpOA)72Tkh+blPsKKGw3KM;b2c %. http:HHwww.s"uaretoiletries.comHI pNmissionQvission:sNTnpOA)72Tkh+blPsKKGw3KM;b2 c &. http:HHwww.s"uaretoiletries.comHI pNmerilQsoap:sNTmp3K%5)b2KTb)hp=lP9A5dtTncN ?. http:HHwww.s"uaretoiletries.comHI pNkool:sNTmp3K%5)b2KTb)hp=lP9A5dtTncN -. http:HHwww.s"uaretoiletries.comHI pNcurmkt:sNTDPob%Gy+RpTakOGK%-76GNN @. http:HHwww.s"uaretoiletries.comHI pNbsnsopprtn:sNTDPob%Gy+RpTakOGK%-76GNN

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F. http:HHwww.s"uaretoiletries.comHI pNe;prtQfa":sNTDPob%Gy+RpTakOGK%-76GNN
8.

http:HHwww.s"uaretoiletries.comHI pNcontact:sNTnpOA)72Tkh+blPsKKGw3KM;b2c:mod NTmpOA)7RDkh+bR rDRp)M1lKa>OGKT5aPK>06GNN

0. http:HHwww.fairglow.comHgrade1.php
10. http:HHwww.unilever.com.bdHourbrandsHpersonalcareH,u;.

asp 11.http:HHwww.unilever.com.bdHourbrandsHpersonalcareHlifeb ouysoap.asp

#ther references&
1. Mr. Pahidur 7ahman rand >;ecutive* Marketing 4epartment* +"uare Toiletries ,td. #ffice: 7upayan Centre F% Mohakhali CH$* 4haka!1%1% Tel: 11@1-&1!?'* '1F1!?'111?% >;t: 11' 5a;: 11-1&?% e!mail: JrahmanSs"uaregroup.com

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